Cavite, Philippines — November 13, 2025 — Grab Philippines is strengthening Cavite’s rapid emergence as a leading digital economy hub as it brings its flagship public-private initiative, “Grab Asenso: Digital Diskarte,” to the province.
The program features a tech- and AI-driven learning caravan designed to equip thousands of local micro, small, and medium enterprises (MSMEs) with mobile-first marketing skills, artificial intelligence tools, and modern digital payment solutions.
“True national progress is built on inclusive growth beyond the capital,” said CJ Lacsican, Vice President for Cities of Grab Philippines. “Cavite’s strategic location and strong economic activity position it as a high-potential provincial economy. Through Grab Asenso, we are committed to co-building digital tools and upskilling programs that empower MSMEs—ensuring growth and opportunities are shared across regions.”
“Ang tunay na pambansang pag-unlad ay itinayo sa paglikha ng pantay na paglago sa kabila ng kabisera. Ang Cavite, na may estratehikong kinalalagyan na katabi ng Metro Manila, ay nagpapakita ng mataas na potensyal sa loob ng ating mga ekonomiyang panlalawigan. Ang aming pangako, sa pamamagitan ng Grab Asenso, ay magkatuwang na bumuo ng mga digital na tool at upskilling programs na nag-uugnay sa isang lokal na digital na hakbang na ito ng MSMEs. Pilipinas, na tinitiyak na ang paglago, pag-unlad, at mga pagkakataon ay ibinabahagi sa lahat ng rehiyon para sa lahat ng negosyo anuman ang laki.” In Filipino accent.
A Rising Hotspot for Digital Growth
Cavite is primed to become a dynamic digital economy powerhouse, fueled by a dense population and a thriving MSME landscape. Grab’s internal data shows strong digital adoption: the platform’s MSME community in Cavite grew by an average of 72% year-on-year from 2023 to 2025, driving a 152% increase in GrabFood delivery demand this year compared to last year.
The province also now contributes 30% of all GrabFood 5-Star Eats merchants across the Greater Manila area—surpassing neighboring provinces such as Bulacan, Laguna, and Rizal—showcasing high-quality performance among Caviteño businesses.
Many local entrepreneurs are maximizing this growth through Grab’s digital tools, including Spotlight Campaigns, which help boost online visibility.
AI Co-Pilot for MSMEs
A key highlight of the Digital Diskarte caravan is the introduction of the Merchant AI Assistant, an AI “co-pilot” integrated directly into the GrabMerchant app. The tool is designed for business owners who have limited time or marketing expertise, automating tasks such as creating digital menus, generating promotional captions, and optimizing online storefronts.
Grab is also launching its Tap & Scan To Pay solution in the region. This feature transforms any NFC-enabled smartphone into a payment terminal capable of accepting credit cards and QR PH payments—removing the need for costly hardware-based POS devices. Merchants using this feature will also gain access to Income Protection Coverage, which cushions potential income loss during unexpected closures.
Beyond Technology: Holistic MSME Support
The Digital Diskarte program goes beyond tech solutions by offering broader support for small businesses. MSMEs can access Merchant Quick Cash Loans for additional capital, and run their own Self-Serve Ads to boost visibility through Spotlight Campaigns.
The initiative is supported by government partners and aligns with the national digitalization agenda, particularly the Department of Information and Communications Technology’s (DICT) mission to expand digital livelihood opportunities for Filipinos. ##
Reported by: Sid Samaniego
Written by: RBM